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Eric Swain Managing Director

Eric Swain Managing Director. if. Businesses need an Internet presence. and. The Internet is increasingly social. then. Businesses must have a social element. David Gillespie. What?. Don’t focus on the tools!. Connected 2.0 Principle. Connected 2.0 Principle. Lurker Principle.

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Eric Swain Managing Director

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  1. Eric Swain Managing Director

  2. if Businesses need an Internet presence and The Internet is increasingly social then Businesses must have a social element David Gillespie

  3. What? Don’t focus on the tools!

  4. Connected 2.0 Principle

  5. Connected 2.0 Principle

  6. Lurker Principle “In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule:”

  7. Unsocial /Social unsocial social entertain participation content friended one to one, many to many expressions movements leverage advertise attention target televised one to many impressions campaigns control

  8. b2b Content Network Expert Connections Show (not) Tell Knowledge base Relationships Story Tools Trust Soften & Support Framework

  9. “My customers don’t use social networks”

  10. A recommendation from a friend would make 71% of people more comfortable with a product or service – more so than advertising (15%) or even personal experience (63%) MediaLab

  11. Customer Engagement Strategies Social Landscape Customer Lifetime Value Customer Referral Value Customer Social Customer “The Social Web is distributing influence beyond the customer landscape, allocating authority amongst stakeholders, prospects, and peers.” – Brian Solis

  12. How

  13. Socialgraphics Listen • Where are your customers online? • What are your customers’ social behaviors online? • What social information or people do your customers rely on? • What is your customers’ social influence? Who trusts them? • Are they talking about you, your products, your competition, your industry? Altimeter Group

  14. Strategise Align social with strategic business goals Refer to what you learned monitoring Set measureable objectives (measure the right things) Create strategic plan and financial model Develop tactics to achieve strategy Who? What? When? Where?

  15. How

  16. FreshBooks Customer-centric approach Twitter engagement key Userbase up 300% in 2 years

  17. Thank you! Eric Swain +44 7773 798259 www.spice.co.uk eric@spice.co.uk @ericswain

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